Hyland, a leading provider of enterprise content management and document management software, approached us to revamp their PPC strategy.

With a focus on reaching mid-to-enterprise level businesses across industries like financial services, insurance, and healthcare, Hyland wanted to shift from a top-of-funnel approach to a more holistic strategy that would drive higher-quality leads and better align with their core pillars of modernisation, automation, and AI.

Hyland’s previous PPC campaigns were top-of-the-funnel heavy, resulting in high CPAs and a limited flow of high-quality leads. 

They sought a partner who could pivot their strategy, focusing more on mid- and bottom-of-the-funnel users—those closer to making a purchase decision. 

Our role was to overhaul their PPC approach, aligning it with Hyland’s new marketing pillars of modernisation, automation, and artificial intelligence (AI).

We developed a holistic PPC strategy, reallocating the budget across all stages of the buying journey:

• Top-of-Funnel (TOF): 25%
• Middle-of-Funnel (MOF): 60%
• Bottom-of-Funnel (BOF): 15%

We split campaigns by product category and industry vertical, ensuring ads were highly targeted. 

Bespoke landing pages and stronger calls-to-action in mid- and bottom-funnel ads guided decision-makers through a tailored journey.

Keyword Research and Campaign Optimisation
We conducted extensive keyword research, focusing on commercial and informational terms relevant to Hyland’s updated pillars. 

By introducing new ad copy, extensions, and landing pages that addressed audience pain points, we streamlined the user experience. 

Testing Performance Max (PMax) campaigns also proved pivotal, achieving an impressive CPA of just £90 during a four-day campaign.

Hyland’s internal structure, with multiple stakeholders, slowed decision-making. 

To overcome this, we established regular check-ins and educated stakeholders, improving communication and ensuring deadlines were met. 

Low search volume on Hyland’s pillar-related keywords also presented a challenge. 

However, we expanded where possible and refined messaging to make the most of available traffic.

By August 2024, we exceeded every target:

• Lead generation increased by 85%.
• Cost-Per-Acquisition (CPA) was reduced by 33%.

We delivered a full-funnel PPC strategy that not only hit but exceeded Hyland’s goals, proving that even in a complex environment, a well-structured and executed plan can achieve remarkable results.

For our work on Hyland, this campaign received a nomination for “Best Use of Search – B2B (PPC)” at the 2024 UK Search Awards.